REPORT GUIDELINE

Game Report

o Justification of your Company Name / Logo / Slogan / Brand Names o Company Mission: Your purpose for being in business o Company Performance: What you did and why?

Profitability (EPS by year relative to goals & competitors) Market Share (by SBU by year relative to goals & competitors) Sales Volume (by SBU by year relative to goals & competitors) Quality (by product by year relative to goals & competitors) Cost of Production (by product by year relative to the NAEM

industry average)

Briefly explain reasons for deviations in performance

o Errors Made and Lessons Learned What product? What region? What period? What error? What impact? What underlying reason? What corrective action?

Prosposed Marketing Plan

o Future Goals o Future Strategy o SWOT Analysis

Situation Analysis (Strengths & Weaknesses of Firm's Human, Real and Financial Assets)

Marketing Opportunity Analysis (Opportunities & Threats in Social, Cultural, Technological, Economic, Political & other non-controllable marketing environments)

Closing the Strategic Gap (Take advantage of specific strengths to capitalize on specific opportunities in the marketplace)

o Positioning Strategy Positioning

Identify current position identify heavy-user target segment Discuss positioning strategy

o Product Portfolio Analysis Check Internal Balance

Strong Diversified Portfolio Ideas for Improvement

Look for Trends

Positive Trends Negative Trends Ideas for Improvement

Evaluate Competitors Static Analysis Dynamic Analysis Insights Derived

Consider Other Factors Consider strategy-relevant factors/variables not captured

in portfolio display Social/cultural factors Technological factors Core competencies / skills of management and

workers Barriers to entry Rate of capability utilization

Develop Alternative Target Portfolios Objectives Strategies

Check Financial Balance Proforma cash flow analysis Adjustments

o Tactical Marketing Plan Components (Real world based on game experience, internet/library research, and group discussion)

Target Market identify one heavy-user market segment for one SBU demographics psychographics characteristics needs, wants, purchase motivations, benefits sought media behavior purchase behavior usage behavior

Product Strategy luxury or necessity product industrial or consumer good convenience, shopping (homogeneous or

heterogeneous) or specialty good stage of product life cycle brand equity, brand image, brand association/s, brand

loyalty Pricing Strategy

skimming or penetration strategy price point (absolute and/or relative to competitors) discounts or allowances or premiums terms of payment price elasticity of demand (consumer responsiveness to

change in price) Promotion Strategy

push or pull strategy

media emphasis copy/message emphasis use of Internet, trade shows, celebrity endorsements and

other means of promotion names of television stations and programs names of radio stations and programs names of magazines and newspapers point-of-purchase (POP) material example of print ad copy, story board, or tv ad clip

Distribution Strategy intensive, selective or exclusive distribution strategy length of channel (long=manufacturer-agent-wholesaler-

retailer-customer; short=Dell direct) use of Internet or other channels use of Vertical Marketing Systems or Horizontal

Marketing Systems channel conflict management (disintermediation) names of outlets (department stores, electronic stores,....

national and/or regional) o Evaluation and Control Mechanisms

setting goals/benchmarks periodic reports performance monitoring procedures control procedures

o Conclusion

REPORT OUTLINE

Executive Summary

Title Page Table of Contents Highlight (approximately 1-2 pages)

A. Game Report (approximately 8 pages)

o Justification of your Company Name / Logo / Slogan / Brand Names o Company Mission: Your purpose for being in business o Company Performance: What you did and why?

Profitability (EPS by year relative to goals & competitors) Market Share (by SBU by year relative to goals & competitors) Sales Volume (by SBU by year relative to goals & competitors) Quality (by product by year relative to goals & competitors) Cost of Production (by product by year relative to the NAEM industry

average) o Briefly explain reasons for deviations in performance

o Errors Made and Lessons Learned

B. Prosposed Marketing Plan for subsequent year/s of operation (approximately 12

pages)

o Future Goals o Future Strategy o SWOT Analysis

Situation Analysis (Strengths & Weaknesses of Firm's Human, Real and Financial Assets)

Marketing Opportunity Analysis (Opportunities & Threats in Social, Cultural, Technological, Economic, Political & other non-controllable marketing environments)

Closing the Strategic Gap (Take advantage of specific strengths to capitalize on specific opportunities in the marketplace)

o Positioning Strategy o Product Portfolio Analysis (based on BCG or McKinsey matrices) o Tactical Marketing Plan Components (Real world based on game experience,

library research, and group discussion) For example: Target Market (by SBU - Demographics, Psychographics) Product Strategy Pricing Strategy Promotion Strategy Distribution Strategy Evaluation and Control Mechanisms

o Conclusion List of References